Global fashion brand Superdry is intensifying its growth strategy in India with the launch of a new collection and a broader focus on travel gear and accessories aimed at the country’s young, style-conscious consumers.
As part of its category expansion, Brand Concepts Ltd., a leading Indian licensee for premium and lifestyle fashion brands, has entered into a new licensing partnership with Reliance Brands Limited (RBL) to scale Superdry’s travel gear and accessories business in the country. Under the exclusive agreement, Brand Concepts will design, manufacture, and distribute Superdry travel gear, handbags, and small leather goods (SLGs), enhancing the brand’s foothold in India’s rapidly expanding lifestyle segment.
Abhinav Kumar, Co-founder of Brand Concepts Ltd., said the company was pleased to collaborate with Reliance Brands Limited to strengthen Superdry’s presence in travel gear and accessories. He noted that the partnership would help build the category strategically, creating collections that are both stylish and functional while upholding Superdry’s global legacy of quality and durability.
The expanded range will be introduced in phases across leading e-commerce platforms and premium department stores, with plans to open exclusive brand outlets in Tier-1 cities.
Superdry’s new collection also reinforces its Gen Z-focused strategy, featuring designs inspired by its signature Varsity and Tokyo Town stories. Positioned at the intersection of premium and fast fashion, the brand continues to blend English craftsmanship with Americana and Tokyo street influences.
To drive future growth, Superdry aims to expand flagship stores, strengthen partner outlet networks, and enhance its omnichannel presence through its website and collaborations with Ajio, reaching over 20,000 pin codes nationwide. The brand remains optimistic about the festive quarter, buoyed by strong like-for-like growth and rising discretionary spending.
